LONE STAR LIGHT

No Strangers in Texas

If you ask me what work I am the most proud of in my creative career, I would name this campaign.

We’d just won the Lone Star account, and in a creative shootout against partners, ECDs, and CDs all senior to me, I wrote the winning scripts. I doubt anyone thought this 40s-something bourbon-friendly mom would be the one to best translate Lone Star’s message of Texan neighborliness to young Millennial beer lovers.

The campaign took the isolation and loneliness felt so keenly by this generation, especially after over a year in lockdown, and reintroduced Lone Star Light as a way to reach out.

Because there’s no strangers in Texas—just friends you haven’t met yet.

• CTV, digital, and social

• Rolled out organic social content, including a giveway, in partnership with Tito’s Vodka and Craggy Games

• Curated two Spotify playlists for people to enjoy: Spring (Porch Season) and Summer (Take me to the Water)